Cringe TV

Cringe TV

Claire Walker

Claire Walker

As the reporter begins bashing the phone against the tank, you can almost see the outline of the CEO’s fingers and toes…all firmly crossed. Unfortunately for him, that doesn’t do any good as the screen on the “unbreakable” phone, well…erm, breaks!

While this clip is certainly an amusing, there is a clear PR lesson to be learnt.

CES is the world’s biggest gadget show and every January the world’s tech media focus in on Las Vegas for a week. As such, competition for column inches is fierce and some manufacturers choose to make quite outlandish claims in order to get into the spotlight.

An unbreakable phone? It’s a bold statement alright and pitching that concept to the media was always going to be like waving a red rag to bull – with every journalist determined to break the unbreakable phone.

The moral of this particular story? Be very, very careful what you claim…especially in Vegas!

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